Walls appear in front of Mexican restaurants to promote 'Who Is America?'

Belgian market gets a potentially controversial stunt for Sacha Baron Cohen's new show

Published On
Aug 07, 2018

Editor's Pick

Sacha Baron Cohen's new show "Who Is America?" is already causing its fair share of controversy in the U.S. -- and to promote it in Belgium, broadcaster BETV is running a potentially controversial stunt.

In a campaign by FCB agency Happiness Brussels, the broadcaster built brick walls overnight in front of three Mexican restaurants -- and attached a billboard for the show to the walls. Somewhat amazingly, none of the restaurant-owners were notified beforehand, but luckily, they had a good sense of humor and no complaints were filed.

Instead, the agency reports that the out-of-home installations left passers-by with "a mix of curiosity and discomfort"--which was of course the campaign's primary goal.

The seven-episode series is running on Monday nights on BETV.

Credits

Date
Aug 07, 2018
Motion Design:
Remke Faber
Graphic Design:
Kassandra Donia
Graphic Design:
Alexandra Carosielli
Movie Production:
Sumi Arcos Mina
Movie Production:
Lisa Gadeyne
Producer:
Sophie Gunsbourg
Account Executive:
Camille Martin-Schmets
Group Account Director:
Pascal Kemajou
Creative:
Barbara Dzikanowice
Creative:
Pieter Claeys
Creative:
Roxane Schneider
Creative Coach:
Katrien Bottez
Creative Director:
Philippe Fass
Chief Creative Officer:
Geoffrey Hantson
CEO:
Karen Corrigan
Agency:
Happiness Brussels
Brand:
BeTV

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